Business Management Model and Strategies for Publishing Business of Autonomous University Publications

Abstract

This study of a business management model and strategies for publishing business of autonomous university publications aimed to: 1) investigate the components of the management model of publishing business of autonomous university publications 2) create a management model of publishing business of autonomous university publications 3) identify business strategies for publishing business of autonomous university publications. The study applied  mixed method of quantitative and qualitative researches. The participants were teachers, personnel, students and customers of Textbook Publishing Center, King Mongkut’s University of Technology North Bangkok. The qualitative research instruments were in-depth interview, focus group and SWOT analysis brainstorming. The qualitative data were analyzed by using content analysis. The quantitative research instrument was a questionnaire. The quantitative data wer analyzed by descriptive statistics such as frequency, mean, standard deviation and exploratory factor analysis. The results revealed that there were 7 essential components to form a management model of publishing business of autonomous university publications as follows: 1) Service Standard 2) Production and Design  3) Printing Quality  4) Price setting  5) User’s characteristics  6) Corporate Image, and        7) Location.  The management model of publishing business of autonomous university publications were approved by the group of experts in focus group seminar with unanimous agreement. The result from SWOT analysis showed that there were 3 levels of business strategies. The first was Organization level by market segmentation,  the second was Business level by pricing for differentiation,  and the third was Operation level by market mixed of 7P’s.